978-1259317224 Chapter 13 Part 2

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International Business

Geringer, McNett, Minor, Ball

Instructor Guide to Module 13

CONNECT TOOLS FOR CLASS PREPARATION

SmartBook

What is SmartBook?

SmartBook is a digital version of your course textbook. It contains the same content within the

textbook, but unlike a typical eBook, SmartBook actively tailors that content to your individual

needs as a student. SmartBook can be accessed online through your laptop, tablet or

smartphone and is also accessible when you’re offline!

How Does SmartBook Help You/Students?

• Assignable – assigning students their reading and studying their textbook content

ensures they are coming to class prepared.

• Proven to help students get a better grade. Studies show SmartBook technology can help

increase grades by a full letter.

• Save time. Study smarter. SmartBook makes sure students focus on the things you don’t

know so they can prioritize your study time wisely.

• No more cramming. SmartBook helps learners retain key concepts so you can learn—not

memorize.

• Accessible on the go. Use SmartBook on your laptop, tablet or smartphone–online or

offline–via your browser or mobile app.

• Results in real time. Track student progress–and prevents them from wait for midterms

or finals. Know how well you understand the material now.

How to assign SmartBook to ensure students come to class prepared?

• On the Connect course homepage click “add assignment” > LearnSmart > Select the

chapter

• Decide what content you’d like your students to study, and how much time you’d like

students to spend on their work. Start by narrowing down the content prior adjusting the

slider bar. – Many instructors find it useful to limit the assignment to a maximum of 45

minutes.

• Assign points to the assignment. Instructors have found that if they give the

LearnSmart/SmartBook assignment a minimum of 10% of the course grade that students

are more likely to complete the assignment.

• The entire LearnSmart/SmartBook module is available to your student at all times,

however, assigning it will prompt students to try it. You are required to select a due date

for this assignment, however, this will not prevent the student from access to the tool; it

is designed to show you that the student has taken the LearnSmart/SmartBook

International Business

Geringer, McNett, Minor, Ball

Instructor Guide to Module 13

assignment. LearnSmart/ SmartBook is an adaptive study tool designed for students. It

can also show you where students are struggling to understand specific concepts.

• The student’s LearnSmart/SmartBook score in the Connect reports is based on their

mastery of the material at the time the assignment is due. Mastery is an evaluation of

the number of learning objectives they completed via performance on answering

questions.

• Students may, and are encouraged, to continue to use LearnSmart/SmartBook

throughout the semester. After the assignment due date, they can continue to access

this tool. Continued use of LearnSmart will not affect their LearnSmart/SmartBook

assignment results in the Connect reports, but has shown to improve test scores by as

much as a full letter grade.

International Business

Geringer, McNett, Minor, Ball

Instructor Guide to Module 13

ENGAGEMENT & APPLICATION (FACE TO FACE & ONLINE & HYBRID)

BOXED TEXT DISCUSSION QUESTIONS WITH SUGGESTED ANSWERS

GLOBAL DEBATE: Cuba: Opportunity or Sticky Situation?

The global debate here is on the timing and transition we can expect in Cuba, now that relations

are beginning to normalize. There are many issues to be worked out between the two nations,

not the least of which is whether there will be compensation for or return of property to present

American citizens who fled Cuba during its revolution. How consumer-oriented will the markets

be? Are we correct to expect a transition to a market-based democracy, or is this unrealistic?

1. Should foreign marketers quickly gear up for trade with Cuba, or adopt a go-slow

3. What problems could the political climate in Cuba give U.S. exporters or investors?

GET THAT JOB! FROM BACKPACK TO BRIEFCASE Nicole Kissam: Consider a

Career in International Marketing

Nicole Kissam describes how her internship with AIESEC helped her decide that she wanted an

international career in marketing. She parlayed that internship into a job in Prague

Online and Hybrid: Virtual teams evaluate Kissam’s advice for their own career

development. Share conclusions with class, either online or in face-to-face setting.

International Business

Geringer, McNett, Minor, Ball

Instructor Guide to Module 13

Face-to–Face: Students evaluate their own career strategy in light of Wedeking’s advice.

1. Research AIESEC, the organization Kissam had her internship with, and comment on

whether it would be an appropriate way for you to build your global mindset.

2. Kissam stayed abroad when her internship was completed and took a position in

Prague. Discuss the advantages and disadvantages of this decision.

END OF MODULE EXERCISES

CRITICAL THINKING QUESTIONS

1. Louis Vitton CEO Yves Carcelle says, “One to two thousand people is all you need. . . .

You can’t judge by average income—average doesn’t mean anything.” Although he was

speaking about the luxury goods market, do you think his comments about averages apply to

other segments of the market as well? Why or why not?

2. What future do you see for global advertising?

3. What advantages and disadvantages may result from standardizing the marketing mix

4. As people become more educated and living conditions improve, do their product

preferences become more similar? Why or why not?

International Business

Geringer, McNett, Minor, Ball

Instructor Guide to Module 13

or a Gucci bag, neither would benefit from localization. The buyer wants the globally standardized

product. The same may be said increasingly for firms such as Starbucks, McDonald’s, and other

franchises. Yes, some of the promotional elements may need to be localized, but the product the

consumer wants is a standard one.

6. Assume you are a consultant to Sony, shortly before the introduction of the

PlayStation 4. What advice would you give Sony about making the device attractive to various

7. What cultural problems might you encounter in introducing the search and discovery

8. Candy Crush Saga is a simple game played by over 75 million Facebook users, but only

about 16 percent of its fan base is in the United States. What elements of Candy Crush Saga

1. View the ads online. Did you find them offensive? Some in the Greek community did.

2. Do you think such ads help Kraft shed its older, stodgy image?

3. Can you develop a similar campaign for another old-line brand or product that needs

updating?

International Business

Geringer, McNett, Minor, Ball

Instructor Guide to Module 13

BONUS ACTIVITIES (additional resources not in the text)

This section provides you with support of your course above and beyond what’s found in the

text. We have developed these resources to support your course, to support your traditional,

hybrid, online, flipped class.

VIDEO SUGGESTIONS

McGraw Hill’s collection of international business videos is available on pinterest at

https://pinterest.com/mheibvideos . The International Marketing board is rich and varied,

updated monthly. It’s a great resource. See “Experiential Luxury Marketing” by Thoughtful

China at https://www.pinterest.com/pin/387591111651108641/.

Kraft’s video on the Oreo cookie “Global Marketing–Oreos” explores their global positioning of

this popular product. See it at https://www.youtube.com/watch?v=i29EQtnPG8U/.

View the Subway international expansion story at

https://www.youtube.com/watch?v=WJOEZGI50B8/.

View Clayton Christensen’s disruptive innovation being applied in India in “chotukool,” at

http://www.innosight.com/impact-stories/chotokool-case-study.cfm/.

TEAM EXERCISES

These may be done individually or in groups or teams, either in or out of class, for later class

presentation. Some are also appropriate for hybrid and online courses.

1. Ask small groups to discuss why they think marketers tend to find greater dissimilarities in social and

cultural values as they move down economic strata in all countries, regardless of the country’s level of

development. Have groups report back. This can also be done online, using collaboration tools.

2. Theodore Levitt, in his book, The Marketing Imagination, predicted that technology would create

homogeneous markets. Evaluate his prediction in small teams and report back to the class. This

exercise can also be done online, using collaboration tools. To make the exercise more substantive,

assign the chapter Marketing Myopia, which also appeared as a Harvard Business Review article

(https://hbr.org/2004/07/marketing-myopia).

3. In small teams (5 students) discuss ways a global Internet presence can be localized. You

might begin by checking out businesses that have multiple country-specific sites. Report back to

class, developing a larger set of localization options for an Internet presence. This exercise can

be modified to complete online using collaboration tools.